Abstract

SCROFERNENKER, Cleusa Maria Andrade  and  OLIVEIRA, Rosângela Florczak de. Strategic communication: conceptual (im) precisions and possible dimensions in the context of organizations. Media & Jornalismo [online]. 2018, vol.18, n.33, pp.103-113. ISSN 1645-5681.

Discussing about strategic communication implies, initially, answering two questions: what sort of communication are we talking about and what is the understanding/ consensus about strategy, and, in particular, strategic communication? These conceptual precisions, from our perspective, may help communication managers (re)consider the communication actions and practices commonly defined as strategic. The present article aims, therefore, to problematize both issues pointed out and highlight possibilities to make strategic communication possible in the organizational environment. We turn to complex thinking and authors who are reference in the fields of Communication, Organizational Communication and Strategic Communication to assist us in the discussions, as well as to suggest dimensions of analysis for strategic communication.

Keywords : Communication; organizational communication; context of organizations; strategic communication.

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